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With the global prevalence of fan culture, various industries have permeated to varying degrees of the impact of cultural collisions. This article focuses on brand marketing in the marketing industry, with fan economy as the basic background to study the impact of fan economy on brand marketing in fan culture. The main research methods used in this article are comparative analysis and examples, with social identity theory as the basic theoretical framework. Based on specific marketing cases of fan groups and brands and the advantages and disadvantages of fan economy in fan culture on brand marketing are summarized aiming to analyze the role of fan groups in marketing purchasing behavior and the interaction between fan culture and brand marketing process, providing new ideas for the development of modern marketing industry. This article analyzes and finds that the fan economy, taking fandom culture as an example, plays an important role in brand development and marketing activities. It interacts and influences brand marketing behavior from different dimensions, and through the influence of fan economy background on consumer behavior activities, it is found that the newly developed fan economy under fandom culture is sweeping the global marketing market with a rapid development trend, becoming an indispensable presence in today's marketing environment, subverting traditional marketing models, and providing auxiliary assistance and guidance for its future industry development.
Xiaohui Cui (Thu,) studied this question.